Segment your audience

Personalization of your web content is the natural amplification and progression of your marketing efforts, campaigns, and personalized mails. Personalization takes different shapes but is always customer-centric and related to audience segmentation. Segments represent your target audience types, or groups. For each segment, you define what you want the audience to achieve and according to the desired outcome, engage the target audience with tailored content, relevant for them and what you want them to accomplish. Thus, each segment is served with different content - different versions of a page.

You create user segments based on certain rules, audience behavior, demographics, phase in the customer journey, or other factors and criteria that apply to the users. You can define custom criteria and have any combination of AND/OR criteria to define your segments.

For more information, see User characteristics.

To help you determine the user segments and make sure they are not empty, you need to make a comprehensive audience analysis to draft your key personas and segments. Basically, user segments represent the different kinds of potential customers with various combination of characteristics or at different stages of their customer journey.